Dubai: The Roads and Transport Authority (RTA) of Dubai has introduced the landmark Comprehensive Digital Experience Lab, a first-of-its-kind initiative among Dubai government organisations. The lab seeks to boost the quality of customer service provided via digital channels and enhance employees’ experience with digital systems.
The lab aims to enhance the quality and design of services from the perspective of customers while simultaneously improving and standardising their experiences across various digital channels. The lab further boosts the customer happiness index, encourages the adoption of digital services, and supplies the necessary technologies as well as skilled personnel to operate the lab.
The establishment of the Comprehensive Digital Experiment Lab aligns with the directives of Sheikh Mohammed bin Rashid Al Maktoum, Vice-President, Prime Minister of the UAE, Ruler of Dubai, to enhance wellbeing in Dubai and its global competitiveness. It also contributes to offering a variety of choices for residents with the goal of transforming Dubai into the world’s best city for living.
Mr. Mattar Al Tayer, Chairman of the Board of Executive Directors of RTA shared.
“The Lab also embodies the instructions of Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council, to transform Dubai into the world’s smartest city. This involves delivering comprehensive, interconnected, and proactive digital experiences for customers to ensure maximum happiness with RTA’s services. This drive is aligned with the Services 360 Policy, which seeks to provide seamless and forward-thinking services across all digital platforms to measure up to customer aspirations,” Mr. Al Tayer added.
Mr. Mohammed Yousef Al Mudharreb, CEO of the Corporate Technology Support Services Sector, commented that “the lab has been designed in line with the world’s best practices, utilising international expertise and benchmarks from leading international companies. It features a dedicated test room for customers to evaluate services and engage with various experiments through guided sessions, trialling specific services on apps or alternative digital platforms.”
“The Comprehensive Digital Platform is a new concept in designing the user’s experience.” It focuses on engaging not only external customers but also internal customers (employees) in various service design phases. The Lab has been used in key current projects such as the RTA App, smart kiosks, and dashboards that serve RTA’s decision-makers,” Mr. Al Mudharreb added.